Have them offer
· helpful information
· promises of a reward
1. Tells the reader: “Hey, stop a minute! This is something that you’ll want!”
2. Appeal to people’s self-interest or give news
Your headline can perform four different tasks:
1. Get attention.
Self-Interest grabbers - headlines get attention by appealing to the reader’s self-interest
News headlines - often use words such as new, discover, introducing, announcing, now, it’s here, at last, and just arrived
TIP* - Free is the copywriters and consumers dream
Powerful words - attention-getting words include how to, why, sale, quick, easy, bargain, last chance, guarantee, results, proven, and save.
2. Select the audience.
The Call Out – if you’re not this person then get out
3. Deliver a complete message.
The Subliminal – 4 out of 5 people read only the headline, then ensure they remember your message by scarring it into their mind with a complete message.
4. Draw the reader into the body copy.
The Cliffhanger – create mystery or intrigue that makes the reader want to read on
· What are we selling that will save your life?!
You must arouse his or her curiosity with
· Humor, or intrigue, or mystery.
· Ask a question or make a provocative statement.
· Promise a reward, news, or useful information.
8 types of headlines
1. Direct Headlines
· Direct headlines state the selling proposition directly, with no wordplay, hidden meanings, or puns.
· Example: Shirts on sale 50% off
2. Indirect Headlines
· The indirect headline makes its point in a roundabout way. It arouses curiosity, and the questions it raises are answered in the body copy.
· Example: There are a million ways to fail in real estate, but we found the right way to succeed
3. News Headlines
· This news can be the introduction of a new product, an improvement of an existing product or a new application for an old product.
· Example: “Introducing the BOLD NEW WAY TO TOAST”
4. How-to Headlines
How-to headlines offer the promise of solid information, sound advice, and solutions to problems:
Example: “How to Write Better and Faster.”
5. Question Headlines
· To be effective, the question headline must ask a question that the reader can empathize with or would like to see answered.
· Question headlines should always focus on the reader’s self-interest, curiosity, and needs, and not on the advertiser’s.
· Example: “What Is Wrong With Me?”
6. Command Headlines
· Command headlines generate sales by telling your prospects what to do.
· Note that the first word in the command headline is a strong verb demanding action on the part of the reader.
· Example: “Put Dynamite in your COFFEE"
7. Reason-Why Headlines
· One easy and effective way of writing body copy is to list the sales features of your product in simple 1-2-3 fashion. If you write your ad this way, you can use a reason-why headline to introduce the list.
· Reason-why headlines need not contain the phrase “reason why.” Other introductory phrases such as “6 ways,” “7 steps,” and “here’s how” can do just as well.
· Example: “10 reasons you need to buy Eat THIS during the Next Four Days.”
8. Testimonial Headlines
· In a testimonial advertisement, your customers do your selling for you.
· The copy is written as if spoken by the customer, who is usually pictured in the ad. Quotation marks around the headline
· When writing testimonial copy, use the customer’s own words as much as possible. Don’t polish his statements; a natural, conversational tone adds believe-ability to the testimonial.
When creating headlines make them...
1. Urgent. Urgency gives the reader a reason to act now instead of later by incorporating a time element. This can be done by giving a general time “this year” or specific “Jan. 12 2013”.
2. Unique. The powerful headline either says something new, or if it says something the reader has heard before, says it in a new and fresh way. Kits.”
3. Ultra-specific. Teasers for getting the reader into reading further and ordering the product. Examples: “What never to eat on an airplane,” “Bills it’s okay to pay late,” and “Best time to file for a tax refund.”
4. Useful. The strong subject line appeals to the reader’s self-interest by offering a benefit. In the headline, “An Invitation to Ski & Save,” the benefit is saving money.
Utilize only a few of these techniques and watch your conversions SKYROCKET!